blue eyeliner
Worth a lookShows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Conversion
Great8.5%search→purchase rate — share of searches ending in a sale
Competition
Great40%top-5 click share — an open shelf
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Brand share
Good68%top-5 brand share — brands hold most of the demand
Growth
Good+21.4%90-day search growth — must beat 0% to launch
Market size
Good$283K$283K/yr · 406K searches
Price range
Okay$1.96–$27.30cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad$8.24avg listing price — sweet spot $15–$100
Review moat
Bad18,767.12avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United States niche tracking, blue eyeliner is a $283K/yr Amazon United States market (406K searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Oct. Verdict: Worth a look — 61/100.
Data updated Jul 14, 2026 · scored weekly · How we score niches
blue eyeliner market data
- Units sold / yr
- 30K–40K
- avg 500–750/product
- Revenue / yr
- $247K–$330K
- units × avg price
- Conversion rate
- 8.5%
- Avg BSR
- #55
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 54%
- Out of stock
- 4.1%
- Avg brand age
- 63 months
- Avg seller age
- 140 days
Competition & brand share
Clicks spread well past the top 5 (40% combined) — an open shelf where new products get seen.Brands
21 rising
Sellers
143
Top-5 brand share
68%
Top 20: 99%
Top-5 click share
40%
Top 20: 81%
Open market
28%
- NYX PROFESSIONAL MAKEUP17%
- REVLON15%
- MAYBELLINE13%
- wet n wild13%
- L.A. COLORS9%
- COVERGIRL3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +21.4% search growth over the last 90 days.Peak months: Oct · busiest ÷ quietest = 1.5×
Top blue eyeliner search terms
- blue eyeliner216K/yr
- blue eyeliner pencil42K/yr
- navy blue eyeliner22K/yr
- navy eyeliner20K/yr
- dark blue eyeliner14K/yr
- blue eye liner16K/yr
- eyeliner blue9K/yr
- cobalt blue eyeliner6K/yr
- royal blue eyeliner7K/yr
- blue eyeliner waterproof6K/yr
Top blue eyeliner products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
REVLON ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 213 Navy 0.01 oz
REVLON$7.564.5★51,636 rev
NYX PROFESSIONAL MAKEUP Mechanical Eye Pencil Vivid Rich Mechanical Creamy Retractable Eyeliner - Sapphire Bling Deep Blue Eyeliner
NYX PROFESSIONAL MAKEUP$6.624.5★103,040 rev
wet n wild Color Icon Cream Eyeliner Eyeshadow Multi-Stick Moisturizing Nourishing Velvety Cream-to-Powder Buildable & Blendable Formula Cruelty-Free & Vegan - Blue Me Away
wet n wild$1.964.3★16,511 rev
L.A. COLORS Auto Eye Pencil Navy CAE664A
L.A. COLORS$2.394.3★781 rev
REVLON ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Shimmer Finish 205 Sapphire 0.01 oz
REVLON$7.504.5★51,636 rev
Newest
by launch date
NYX PROFESSIONAL MAKEUP Epic Inky Stix Eyeliner Mechanical Cream Gel Eyeliner Waterproof Formula With Up To 24HR Wear - 06 Cobalt Click (Matte Intense Blue)
NYX PROFESSIONAL MAKEUP$12.59960 rev
REVLON ColorStay Pencil Waterproof Eyeliner Smudge-Proof Eye Makeup with Built-In Sharpener Long-Lasting Matte Finish 213 Navy 0.01 oz
REVLON$7.5651,636 rev
ColourPop Crme Gel Waterproof Chrome Eyeliner - 18HR Wear Ultra-Pigmented Eyeliner Pencil with Matte & Metallic Finishes - Smudge-Proof Vegan & Cruelty-Free - Ventura Blvd (0.01 oz)
ColourPop$8.64459 rev
Mefyhtune Blue Eyeliner Pencil Waterproof Retractable Cream Blue Gel Eyeliner Smudge-proof Hypoallergenic (08#)
Mefyhtune$9.21304 rev
evpct Blue Eyeliner Pencils for Eyes Royal Blue Colored Eye Liner Pencil Makeup Waterproof Smudge Proof Colored Gel Waterline Eyeliner Liquid Face Paint Stick Lipstick Pen Halloween Makeup
evpct$6.41193 rev
Trending
90-day click momentumNYX PROFESSIONAL MAKEUP Epic Inky Stix Eyeliner Mechanical Cream Gel Eyeliner Waterproof Formula With Up To 24HR Wear - 06 Cobalt Click (Matte Intense Blue)
NYX PROFESSIONAL MAKEUP$12.594.2★
Wonderskin Eyeliner Pencil 1440 Longwear Blue Eyeliner Pencil - Waterproof Sharpenable & Smudge Proof (Aqua)
Wonderskin$16.854.1★
ColourPop Crme Gel Waterproof Chrome Eyeliner - 18HR Wear Ultra-Pigmented Eyeliner Pencil with Matte & Metallic Finishes - Smudge-Proof Vegan & Cruelty-Free - Ventura Blvd (0.01 oz)
ColourPop$8.644.5★
Julep When Pencil Met Gel Eyeliner Waterproof Long-Lasting Smudge-Proof Liner for Everyday to Night Looks Ocean Blue
Julep$11.414.1★
L.A. COLORS Auto Eye Pencil Navy CAE664A
L.A. COLORS$2.394.3★
What buyers say about blue eyeliner
What buyers praise and complain about, mined from review topics.What buyers love
“Color is pretty”
“this eyeliner stayed put”
“Excellent product”
“Also soft”
“ease of application”
“Does not smear”
“Good for price”
“Stays on all day”
“Goes on easy”
“As Advertised”
What buyers complain about
“Breaks easily”
“Color is way off”
“Not smudge proof”
“Waste of money”
“This product costs a lot of money for the tiny amount of eyeliner”
“as soon as I needed to roll it up I found out the twist up mechanism would not work”
“Doesn't really dry”
“Not as described”
“Allergic reaction”
“Not very good quality”
Top return reasons
Common questions
- Is blue eyeliner profitable to sell on Amazon United States?
- The niche generates $283K/yr across 41 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +21.4%. Flapen's verdict: Worth a look (61/100).
- How competitive is the blue eyeliner niche?
- 21 brands and 143 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 68% of demand.
- What do buyers complain about in blue eyeliner?
- Top complaints mined from reviews: Durability, Color, Smudge Resistance. The return rate is 0.8%.
- When does demand for blue eyeliner peak?
- Demand peaks in Oct; the busiest month runs 1.5× the quietest.
- What does it cost to enter the blue eyeliner niche?
- Listings span $1.96–$27.30; the average listing price is $8.24 (sweet spot $15–$100). The average incumbent carries 18,767 reviews — the moat a new listing must climb.